In the first report series of its kind, social media analysts Gabrielle Leiberman and Elizabeth Martinez, cut through the noise to identify relevant consumer insight to help brands fine-tune their online strategies and drive campaigns that appeal to popular cultural trends.
- The power of peers in high-spend sectors: The Internet has democratized information and the consumer is now the PR piece. In the high value and infrequent purchase sectors, consumers are keener to garner pre-purchase opinion from family, friends and their online communities. Within lower-value everyday items, online conversation typically focuses on post-purchase opinions and experiences.
- The influence of online chatter in the mobile phone market: According to consumer research run for Mintel's Social Media series, an average of 16% of people look up reviews of mobile phone brands. Despite long-term mobile phone contracts, an average of just one in 10 mobile phone users researched reviews of mobile service providers online.
- Fictional characters help the unease of financial markets: Visiting a brand's website or social media page is the leading interaction among property and casualty insurance brands. The use of friendly - albeit fictional - characters by financial brands such as GEICO's Gecko serve as key conversation vehicles to drive discussion online, helping to reduce the trepidation consumers may feel toward the topic of finance.
- Online behaviours more impactful on consumer behaviour: With rising broadband penetration and smartphone ownership, would-be consumers are increasingly turing to information online to guide purchase decisions and opinions.
- Innovative campaigns to influence the future: As brands increasingly get involved in through-the-line promotion, campaigns need to get more creative in order to stand out from the competition.
No comments:
Post a Comment